The announcement came in what officials involved agreed was perfect timing, and with perfect weather, to boot.

With Andrew Duhon warming up at the nearby Fais Do-Do Stage, Shell officials announced the oil company would extend its sponsorship of the New Orleans Jazz Fest for another five years. That would push the partnership, already nine years old and cemented in the wake of Hurricane Katrina, through 2019 and to the festival's 50th anniversary.

"With Shell's support as a financial security base, to see what's happened to the festival since Katrina, how far we've moved and how we're growing, it's just a tremendous partnership," said Quint Davis, producer/director of the festival as head of Festival Productions, Inc.-New Orleans.

In making the announcement inside the press tent, John Hollowell, Deep Water Executive Vice President for Shell Oil, emphasized Shell's ongoing appreciation for Louisiana culture. He certainly dressed for the part, sporting Jazz Fest's 2014 watermelon-themed print short-sleeve shirt that could rival any fest-goer mulling outside on the Fair Grounds.

A profitable partnership begins

For Jazz Fest, 2014 marks a significant, milestone. This is the 10th Jazz Fest since Quint Davis was nearly fired after the 2004 festival lost nearly $1 million. And it is the 10th since he partnered with AEG Live.

"The Gulf region and New Orleans in particular are very important to Shell, and the community's very important to Shell," Hollowell said.

"So the combination of the two and to continue our relationship with Jazz Fest, which is such an important part of the culture of the community ... we feel this is a great way for Shell to continue to support the community."

Davis and Hollowell were joined by New Orleans Mayor Mitch Landrieu; Tony Ruda, president of the New Orleans Jazz & Heritage Foundation; and Todd Goldstein, chief revenue officer of AEG, the festival's producing partner.

The announcement comes at a time of impressive financial stability for the festival, 10 years after economic hard times, badly timed weather and re-examinations almost forced Quint Davis out as the producer of the festival. But after successfully re-applying as the producer, and convincing the board to allow him to partner with AEG (one of his former rivals to produce the festival), and then inking the Shell sponsorship deal to help bring the festival back in 2006 after Katrina, Jazz Fest appears stronger than ever.

How Jazz Fest attracts big names

After the 2004 Jazz Fest lost money, there was talk of slashing the next year's budget. But longtime Jazz Fest producer Quint Davis' new partners at AEG Live advocated the opposite strategy.

The festival took in $31 million in revenue in 2011, a $6 million increase from 2010. The largesse has allowed the foundation to provide $500,000 in grants to community cultural organizations -- a tenfold increase from pre-Katrina funding.

"We can now continue to look forward," Ruda said. "With this sponsorship, and with AEG teaming with FPI, the sky's the limit for us."